Major events like the Olympics, World Cup, US general elections, or the holiday season can wreak havoc with even the most carefully planned marketing strategies. With media clutter high, inventory low, and ad rates tending to escalate, how should brands approach these unique moments?

When advising our clients on marketing strategies for high-profile events, we focus on these primary approaches.

Strategy 1: Pause Advertising

While we generally don't endorse this strategy, there are times when it makes sense to temporarily halt advertising during a major event.

Pros:

• Avoid getting lost in the noise
• Conserve budget for more targeted or cost-efficient campaigns
• Prevent potential negative associations with controversial events

Cons:

• Miss out on increased audience reach
• Risk losing market share to competitors who continue advertising
• Potential loss of momentum in ongoing campaigns

Example: During US presidential elections, some brands pause their advertising to avoid association with the contentious political climate, not to mention the increased costs. While pausing can protect them from those concerns, it also means missing opportunities to capture audience attention during a high-engagement period.

If brands choose this route, we use the downtime to refine messaging and plan for a strong post-event comeback.

Strategy 2: Lean Into the Event

For brands with the budget and creative resources, embracing high-profile events can be a powerful way to boost visibility and forge positive associations.

Pros:

• Capitalize on increased audience reach
• Create memorable brand moments tied to cultural touchstones
• Potential for viral content and earned media

Cons:

• Higher advertising costs
• Risk of getting lost in the crowd
• Potential negative reactions if a high-profile execution misses the mark

Example: For a streaming client's Olympic advertising debut in the US, we amplified the national linear TV buy with digital and streaming placements across NBCU's ecosystem. This integrated approach maximized reach and engagement across various touchpoints, ensuring we captured audience attention regardless of how they consumed Olympics content. The strategy not only boosted brand visibility but also provided valuable data insights on viewer behavior across media channels, informing future campaign optimizations.

Example: For a high-profile promotional pop-up store on the Las Vegas Strip, our client wanted to leverage the influx of sports fan families traveling to Vegas in July. We implemented a geofencing strategy targeting specific venues hosting tournaments and youth leagues, connecting with attendees at events like the NBA Summer League and LV Big Time. This approach, executed within the existing budget, ensured the client's message reached basketball-enthusiast families during this high-traffic period. We also recommended in-market display targeting for parents, further maximizing the pop-up store promotion's effectiveness.

Strategy 3: Lean Away from the Event

Sometimes, the best strategy is to zig when everyone else zags. By opting for less-cluttered channels and tactics, we can help our clients stand out while maintaining cost efficiencies.

Pros:

• Lower advertising costs
• Less competition for audience attention
• Opportunity for creative, out-of-the-box campaigns

Cons:

• Miss out on event-related buzz
• Potential for lower overall reach
• Risk of competitor advantage in the event space

Example: One of our clients will be advertising in local markets through the 2024 US political season. They want to avoid associating the brand with potentially contentious content, and to maintain an efficient ROI. To meet these goals, our planners and buyers recommend close monitoring of the political windows affected by the Lowest Unit Rate pricing afforded to candidates. Broadcast TV is generally the most impacted, then cable, followed by radio. We advocate continually adjusting and optimizing the media mix, avoiding news programming and networks, and seeking out underutilized channels. We also recommended a heavier mix of fractional spots to maintain impact in markets saturated with political spend.

Making the Right Choice for Your Brand

The best strategy for your brand will depend on various factors, including your budget, target audience, and overall marketing objectives. Here are some key considerations we use to help guide clients through this decision:

• Audience alignment: How well does the brand's target audience overlap with the event's viewership?
• Budget realities: Can we afford to compete in the cluttered event space, or would resources be better spent elsewhere?
• Brand fit: Does the brand have a natural connection to the event, or would its involvement feel forced or out of place?
• Long-term goals: How does the event fit into our broader marketing strategy and brand narrative?

By carefully considering these strategies and tailoring them to our client's unique brand position, we help them navigate the sometimes choppy waters of event-based advertising and emerge stronger on the other side. Want our team to craft the perfect approach for your brand's needs and goals? Get in touch.